While the French advertising market recorded a drop of 15,5% of investments in 2020, 92% of marketers say they carried out at least one Retail Media campaign in 2020, with 80% year-on-year growth, according to Criteo and Publicis Commerce via the E-Retail Media barometer.
The phenomenon is explained in particular by the acceleration of the adoption of e-commerce. Considered a real sales catalyst (83 %), The massive adoption of retail media was confirmed in 2020. But towards what future tends the media retail ? What are its prospects for evolution ? And on what factors will be based in 2021 ? Here are the three key points of Retail Media for Criteo and Publicis Commerce.
First, Successful growth in 2021. Retail Media has met with great success this year, mainly boosted by new consumption habits. Indeed, the pandemic having trained new restrictions (confinements, curfew, Closing non -essential stores ...), Retail Media continued to develop in many retailers. Its growth should be confirmed in 2021 since 85 % of those questioned anticipate an increase in their investments in retail media. otherwise, For the year 2021, 73 % anticipate the integration of a retail media part in their 2021 trade agreements to provide a digital alternative to their customers.
Le Paid Search, A pillar of growth
The advent of the media retail should then be supported by the Paid Search (paid search : The advertisements present at the top of the list of results of a search engine). This format extremely acclaimed by brands has demonstrated its effectiveness on sales thanks to three key factors : A native integration, Ease of implementation and zero creation costs. Besides, The study confirms this : 62 % of brands will be ready to supervest in Paid Search in 2021 in order to increase their market share. The investment for the promotion of product is one of the key trends to monitor for the year 2021.
Coordination and organizational maturity
They will be the watchwords. The implementation of a new expertise implies a questioning of the organization and a reorganization of the teams. Pour 2021, 52 % of specialists anticipate a change in organization linked to the increase in retail media budgets. Faced with this new expertise, Marketing teams will therefore bet on greater internal coordination and better organizational maturity. Among the next steps envisaged in 2021 : 32 % will form dedicated teams ; 23 % will prioritize on a marketing and trade rapprochement ; 21 % will bet on the recruitment of new talents.
